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Award-winning work from Eureka goes viral and shakes up floorcare category
Sublime Communications, a full-service marketing and communications company and Eureka, a floorcare brand behind a home cleaning appliances manufacturer, have been honoured with a Bronze award by The One Club for Creativity‘s 45th annual One Show, a global awards competition celebrating excellence in creativity of ideas and quality of execution.
The companies were recognised for the successful “Clean My Path” video campaign in the Social Media Influencer category for Sublime Communications’ work on the launch of the Eureka FloorRover vacuum.
The “Clean My Path” campaign was also named a 2018 Gold SABRE Awards finalist in the category of Consumer Products by the SABRE Awards North America, which celebrates superior achievement in branding, reputation and engagement and is presented by The Holmes Report.
The award-winning programme was part of an integrated marketing effort to revitalise the brand and engage consumers and trade with the launch of the new FloorRover that showcased the iconic brand’s latest innovation in technology and design.
Having been dormant in the category for several years, Eureka wanted to announce the brand was back and reclaim a leadership position in the vacuum cleaner space.
Sublime Communications was up to the challenge of creating a video that would “go viral” and be shared by millions of consumers. With a brilliant, breakthrough stunt, featuring Coco Austin (Ice T’s wife) and daughter, Chanel, the “Clean My Path” video had the paparazzi chasing them down the sidewalks of New York City as their path was being cleared by the brand’s new FloorRover.
The videos captured achieved over 30 million views for the brand in just a few weeks on social media, many originating from actual bystanders who caught video live when the stunt was happening and immediately shared.
The campaign was further supported with new branding and logo, a product-specific microsite and a variety of tactics that included: coordinated social posts that took advantage of Coco’s millions of followers; influencer partnerships to further drive the reach of the viral campaign; and important search engine marketing to drive purchases in store and online.
Sublime Communications continues to create breakthrough work for the brand with the introduction of a new campaign to support the launch of its latest product—the PowerPlush Lightweight Cordless vacuum cleaner.
This new effort is centred on another video, “Messy Girl,” that takes a humorous spin on the convenience and effectiveness of the brand’s new vacuum, whilst turning the tables on the traditional female/male stereotypes of ‘who is typically messy vs. neat.’ The video was released on the brand’s YouTube channel, and, as with the previous work, was also supported by integrated initiatives.
“Sublime Communications is pleased to be recognised along with Eureka for our creative, out-of-the-box campaign and partnership. It is great to be recognised by our peers for the work we do for our clients, but even better when that work gets results,” said Nicole Enslein, CEO of Sublime Communications.
“With consumers busier than ever before, we know that cleaning habits have changed so we are creating products that fit into every lifestyle and make cleaning easier. Our goal in working with Sublime was to make sure that our marketing reflects and reaches today’s consumer in a way that is fresh and relevant and we’re thrilled to see our work recognisied,” said Ting Ting Cheng, Vice President at Eureka.
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